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Introduction to Marketing Planning. New Brand Monk Ad Second life Solid Ink. Today’s discussion. Overview of Marketing Planning Marketing Planning Defined Contents of a marketing Plan Developing a Marketing Plan Research and Analyze the Current Situation

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Introduction to Marketing Planning

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Introduction to marketing planning

Introduction to Marketing Planning

Introduction to marketing planning

  • New Brand

    Monk Ad

    Second life

    Solid Ink

Today s discussion

Today’s discussion

  • Overview of Marketing Planning

    • Marketing Planning Defined

    • Contents of a marketing Plan

  • Developing a Marketing Plan

    • Research and Analyze the Current Situation

    • Understand markets and Customers

    • Plan Segmentation, Targeting, and Positioning

    • Plan Direction, Objectives and marketing Support

    • Develop Marketing Strategies and Programs

    • Prepare to Track Progress and Control the Plan

Introduction to marketing planning

  • Preparing for Marketing Planning

    • Primary Marketing Tools

      • 4 Ps

    • Supporting the Marketing Mix

    • Guiding Principles

      • Expect Change

      • Emphasize Relationships

      • Involve Everyone

      • Seek Alliances

      • Be Innovative

Overview of marketing planning

Overview of Marketing Planning

  • NetFlix (Start-up)

  • Nestle in China sesame-chocolate cubes. In Argentina brand building.

Crash test

Crash test

Research and analyze the current situation

Research and Analyze the Current Situation

  • Starbucks (Joe magazine)

  • Sony (New Competition from new rivals)

  • Michaels Stores (Scrapbooking near term sales increasing 40% a year)

Understand markets and customers

Understand markets and Customers

  • Segmentation

  • Targeting

  • Positioning

Objectives and marketing support

Objectives and marketing Support

  • What makes a good objective?

  • Sustainable Marketing

    • The establishment, maintenance and enhancement of customer relationships so that objectives of the parties involved are met without compromising future generations

    • Fed Ex cutting air pollution 30,000 low-emission diesel-electric vans over the next decade.

Marketing strategies and programs

Marketing Strategies and Programs

Marketing control

Marketing Control

  • On going process continuous process

  • upscale furniture store on-line

    • Few upscale manufacturers wanted to sell on-line

    • Thought customers would browse in store and buy on-line (opposite happened)

    • Failed to account for returned merchandize (just threw it away)

Marketers need to develop

Marketers need to develop

  • Knowledge of markets and customers

  • Core Competencies

  • Relationships

Primary marketing tools

Primary Marketing tools

Supporting the marketing mix

Supporting the Marketing Mix

  • Service is the key

Calvin ball

Calvin Ball

  • When the ball goes up the rules change

Be innovative

Be Innovative

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